JCPenney boosts mobile efforts for 2010 back-to-school campaign

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JCPenney boosts mobile efforts for 2010 back-to-school campaign
JCPenney boosts mobile efforts for 2010 back-to-school campaign

JCPenney has ramped up its mobile efforts for its 2010 back-to-school campaign. This week, the retailer launched its integrated marketing campaign, “New Look. New Year. Who Knew!” in an effort that utilizes various social and mobile components.

While JCPenney has created mobile sites in the past, it added several new features this year.

Its mobile hub will include the company's back-to-school TV spot, an opportunity to opt in and receive weekly texts on the latest back-to-school clothes, the means to view styles — and allow users to upload their own look, a program that can be voted on and shared with friends.

“Our mobile marketing initiatives allow us to reach teens where they are, and provide them an opportunity to opt in and experience an array of exciting, media-rich, interactive content that allows them to explore and discover the JCPenney brand,” said Kate Coultas, a JCPenney PR brand manager. 

JCPenney print ads appearing in Teen Vogue, Seventeen and People StyleWatch, will also include a special call to action, asking readers to text the word “LOOK” to the number 527365. Teens will then receive a text linking them back to JCPenney's back-to-school mobile WAP site.

Additionally, JCPenney's iAd will launch August 4, said Coultas.

When iPhone and iTouch customers open an application, a scrolling JCPenney Teen banner ad will appear at the bottom of the screen inviting users to interact. Coultas said the company is targeting music, entertainment and lifestyle applications for the effort.

After the user touches the banner, a JCPenney fashion photo will fill the screen, mimicking a Polaroid photo image that develops as the application loads.

Teens can then interact with several other features. These include a style mixer for scrolling mix and match outfit combinations, a store locator feature and the ability to download the new JCPenney Teen iPhone or iPod Touch application to their device, rather than directing the user to the iTunes store, said Coultas.

The overall campaign, which straddles in-store, print, TV, online, social media and mobile, was created with Saatchi & Saatchi New York and Razorfish.

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